＜Upper-Intermediate＞ Lesson No.21
Differentiation Strategy in Price Competition with Overseas Competitors / 海外競合との価格競争における差別化戦略
０．Greetings & Ice-break (2min.)｜挨拶と導入
0-1 Greetings
Let’s practice a short small talk that you can use to greet a business partner and start building a good relationship.
講師との挨拶を兼ねて、ビジネスパートナーと信頼関係を築くための短いスモールトークを練習してみましょう。
[Tips / 会話のヒント]
・Can you hear me clearly?
私の声はクリアに聞こえますか？
・How's your day going so far?
今日はどんな一日でしたか？
・Talk about one small topic (Work, Weather, News, Hometown, Sports event, etc.)
軽い話題について話しましょう（仕事、天気、ニュース、地元、スポーツイベントなど）
0-2 Introduction
In today’s lesson, we’ll learn about the following situation. Have you ever experienced something similar?
本日のレッスンでは以下のようなシチュエーションについて学びます。同様のシチュエーションを経験したことがありますか？
- If you have experience, please tell us what it was like, what was difficult, or what you learned.
経験があれば、どんな内容だったか、難しかったことや学んだことなどを教えて下さい。
- If you don’t have experience, try to imagine yourself handling that situation in English.
What do you think would be challenging?
経験がなければ、英語でその状況に対応しているところを想像してみましょう。どんなことが難しそうですか？
Situation / シチュエーション
A sales representative emphasizes added value beyond price, long-term partnership benefits, and total cost advantages when facing intense price competition with low-cost competitors in overseas bidding.
海外顧客入札で低価格競合他社との厳しい価格競争に直面し、付加価値や長期パートナーシップメリットを説明する場面です。
1. Read (2 min)｜型を学ぶ
Let's read the following key sentences aloud!
下記の文章や単語を順番に音読しましょう！
1-1 Basic phrases
１．Let me explain our cost structure...（当社のコスト構造を説明させてください...）
２．We utilize premium materials that...（...高品質な材料を使用しています）
３．Our manufacturing process includes...（当社の製造工程には...が含まれています）
４．These factors justify our pricing（これらの要素が当社の価格設定を正当化しています）
５．I would like you to consider...（...をご考慮いただきたいのです）
６．Our product will reduce your long-term operational costs by...（当社の製品は長期的な運用コストを...削減します）
７．Let me propose an alternative（代替案をご提案させてください）
1-2 Essential words
１．appreciate（感謝する）
２．eliminate（排除する）
３．justify（正当化する）
４．acknowledge（承知する）
５．beneficial（有益な）
６．frequently（頻繁に）
７．approximately（約）
８．valid（妥当な）
９．flexibility（柔軟性）
１０．expedite（短縮する）
2. Try (3 min)｜ロールプレイ練習
Let’s practice the role-play.
ロールプレイの練習をしましょう！
Situation / シチュエーション（Reference again）
A sales representative emphasizes added value beyond price, long-term partnership benefits, and total cost advantages when facing intense price competition with low-cost competitors in overseas bidding.
海外顧客入札で低価格競合他社との厳しい価格競争に直面し、付加価値や長期パートナーシップメリットを説明する場面です。
👨💼【Teacher / Procurement Manager】:
Thank you for submitting your proposal. However, I must be frank with you. Your competitor has offered a price that is 15 percent lower than yours. Can you explain why your price is so high?
（提案書をご提出いただきありがとうございます。しかし率直に申し上げますと、競合他社が貴社より15パーセント低い価格を提示しています。なぜ貴社の価格がそれほど高いのか説明していただけますか？）
🧑🎓【Student / Sales Representative】:
I appreciate your concern. Let me explain our cost structure in detail. First, we utilize premium materials that meet European safety standards. Second, our manufacturing process includes additional quality checks to eliminate defects. Third, we provide comprehensive after-sales support for 5 years. These factors justify our pricing.
（ご懸念をお聞かせいただきありがとうございます。当社のコスト構造を詳しくご説明させてください。第一に、当社は欧州安全基準を満たす高品質な材料を使用しています。第二に、当社の製造工程には欠陥を排除するための追加品質検査が含まれています。第三に、当社は5年間の包括的なアフターサービスサポートを提供します。これらの要素が当社の価格設定を正当化しています。）
👨💼【Teacher / Procurement Manager】:
I understand your points, but price is a critical factor for us right now. Our budget is very limited this year. Can you reduce your price to match the competitor?
（おっしゃることは理解できますが、現時点では価格が非常に重要な要素です。今年度の予算は非常に限られています。競合他社に合わせて価格を下げることはできますか？）
🧑🎓【Student / Sales Representative】:
I acknowledge your budget constraints. However, I would like you to consider the total cost of ownership. Our competitor may offer a lower initial price, but their equipment often requires frequent maintenance and has a shorter lifespan. Our product will reduce your long-term operational costs by approximately 20 percent over 10 years. This makes our proposal more beneficial in the long run.
（予算の制約があることは承知しております。しかしながら、総所有コストをご考慮いただきたいのです。競合他社は初期価格が低いかもしれませんが、彼らの機器は頻繁なメンテナンスを必要とし、寿命も短い傾向があります。当社の製品は10年間で長期的な運用コストを約20パーセント削減します。これにより当社の提案は長期的にはより有益なものとなります。）
👨💼【Teacher / Procurement Manager】:
That is a valid point about long-term costs. But I still need to justify this price difference to my management. Is there any flexibility in your pricing? Can you offer any discount or additional value?
（長期的なコストについてはもっともな指摘ですね。しかし私はこの価格差を経営陣に正当化する必要があります。価格に柔軟性はありますか？何か値引きや追加価値を提供していただけますか？）
🧑🎓【Student / Sales Representative】:
I understand your position. Let me propose an alternative. If you commit to a 3-year partnership contract, we can reduce the unit price by 8 percent. Additionally, we will provide free training for your maintenance team and expedite delivery to 6 weeks instead of 10 weeks. This package demonstrates our commitment to a long-term relationship with your company.
（お立場は理解しております。代替案をご提案させてください。もし3年間のパートナーシップ契約をお約束いただければ、単価を8パーセント削減できます。さらに、貴社のメンテナンスチームへの無料トレーニングを提供し、納期を10週間ではなく6週間に短縮いたします。このパッケージは貴社との長期的な関係に対する当社のコミットメントを示すものです。）
👨💼【Teacher / Procurement Manager】:
That sounds more reasonable. The 8 percent reduction and the additional benefits are considerable. Let me consult with my team and get back to you by the end of this week. I appreciate your flexibility and your commitment to our partnership.
（それはより妥当に聞こえます。8パーセントの削減と追加のメリットはかなりのものですね。チームと相談して今週末までにご連絡いたします。貴社の柔軟性とパートナーシップへのコミットメントに感謝します。）
3. Use (4 min)｜ロールプレイ & 実践（空欄補完）
Let's perform the role-play and fill in the blanks by translating the Japanese into English!
空欄の日本語を英語に訳しながら、ロールプレイを実践してみましょう！
Situation / シチュエーション（Reference again）
A sales representative emphasizes added value beyond price, long-term partnership benefits, and total cost advantages when facing intense price competition with low-cost competitors in overseas bidding.
海外顧客入札で低価格競合他社との厳しい価格競争に直面し、付加価値や長期パートナーシップメリットを説明する場面です。
👨💼【Teacher / Procurement Manager】:
Thank you for submitting your proposal. However, I must be frank with you. Your competitor has offered a price that is 15 percent lower than yours. Can you explain why your price is so high?
🧑🎓【Student / Sales Representative】:
I ［感謝する］ your concern. Let me explain our cost structure in detail. First, we ［使用する］ premium materials that meet European safety standards. Second, our manufacturing process includes additional quality checks to ［排除する］ defects. Third, we provide comprehensive after-sales support for 5 years. These factors ［正当化する］ our pricing.
👨💼【Teacher / Procurement Manager】:
I understand your points, but price is a critical factor for us right now. Our budget is very limited this year. Can you reduce your price to match the competitor?
🧑🎓【Student / Sales Representative】:
I ［承知する］ your budget constraints. However, I would like you to consider the total cost of ownership. Our competitor may offer a lower initial price, but their equipment often requires frequent maintenance and has a shorter lifespan. Our product will reduce your long-term operational costs by ［約］ 20 percent over 10 years. This makes our proposal more ［有益な］ in the long run.
👨💼【Teacher / Procurement Manager】:
That is a valid point about long-term costs. But I still need to justify this price difference to my management. Is there any flexibility in your pricing? Can you offer any discount or additional value?
🧑🎓【Student / Sales Representative】:
I understand your position. Let me propose an alternative. If you commit to a 3-year partnership contract, we can reduce the unit price by 8 percent. Additionally, we will provide free training for your maintenance team and ［短縮する］ delivery to 6 weeks instead of 10 weeks. This package demonstrates our commitment to a long-term relationship with your company.
👨💼【Teacher / Procurement Manager】:
That sounds more reasonable. The 8 percent reduction and the additional benefits are considerable. Let me consult with my team and get back to you by the end of this week. I appreciate your flexibility and your commitment to our partnership.
4. Challenge (7 min)｜応用実践
Let's perform the role-play and fill in the blanks by translating the Japanese into English!
空欄の日本語を英語に訳しながら、ロールプレイを実践してみましょう！
*Let's practice this part repeatedly until we can speak it smoothly.
このパートはスムーズにスピーキングできるようになるまで繰り返し練習しましょう。
Situation / シチュエーション（Reference again）
A sales representative emphasizes added value beyond price, long-term partnership benefits, and total cost advantages when facing intense price competition with low-cost competitors in overseas bidding.
海外顧客入札で低価格競合他社との厳しい価格競争に直面し、付加価値や長期パートナーシップメリットを説明する場面です。
👨💼【Teacher / Procurement Manager】:
Thank you for submitting your proposal. However, I must be frank with you. Your competitor has offered a price that is 15 percent lower than yours. Can you explain why your price is so high?
🧑🎓【Student / Sales Representative】:
I appreciate your concern. ［当社のコスト構造を詳しくご説明させてください。］ First, we utilize premium materials that meet European safety standards. Second, our manufacturing process includes additional quality checks to eliminate defects. Third, we provide comprehensive after-sales support for 5 years. ［これらの要素が当社の価格設定を正当化しています。］
👨💼【Teacher / Procurement Manager】:
I understand your points, but price is a critical factor for us right now. Our budget is very limited this year. Can you reduce your price to match the competitor?
🧑🎓【Student / Sales Representative】:
I acknowledge your budget constraints. However, ［総所有コストをご考慮いただきたいのです。］ Our competitor may offer a lower initial price, but their equipment often requires frequent maintenance and has a shorter lifespan. ［当社の製品は10年間で長期的な運用コストを約20パーセント削減します。］ This makes our proposal more beneficial in the long run.
👨💼【Teacher / Procurement Manager】:
That is a valid point about long-term costs. But I still need to justify this price difference to my management. Is there any flexibility in your pricing? Can you offer any discount or additional value?
🧑🎓【Student / Sales Representative】:
I understand your position. Let me propose an alternative. If you commit to a 3-year partnership contract, we can reduce the unit price by 8 percent. Additionally, we will provide free training for your maintenance team and expedite delivery to 6 weeks instead of 10 weeks. This package demonstrates our commitment to a long-term relationship with your company.
👨💼【Teacher / Procurement Manager】:
That sounds more reasonable. The 8 percent reduction and the additional benefits are considerable. Let me consult with my team and get back to you by the end of this week. I appreciate your flexibility and your commitment to our partnership.
\ If you have some extra capacity, give it a try（余力があればやってみましょう）/
5. Real-world application (5 min)｜実務応用
Let's speak freely with the phrases and flow we learned today. If you can, imagine your real job—it makes practice more effective.
本日学習した単語やフレーズ、会話の流れを思い出しながら、自由に話してみましょう。可能であれば、自身の実務を想像しながら話すと効果的です。
Situation / シチュエーション
You are a sales representative facing a price-competitive bidding situation with an important overseas customer.
Your competitor has offered a significantly lower price, and the customer is questioning your pricing.
あなたは重要な海外顧客との価格競争の激しい入札状況に直面している営業担当者です。
競合他社がかなり低い価格を提示しており、顧客が貴社の価格設定に疑問を持っています。
👨💼【Teacher / Procurement Manager】:
I have received multiple proposals, but your price is considerably higher than others. Can you help me understand the value behind your pricing?
（複数の提案を受け取りましたが、貴社の価格は他社よりかなり高いです。貴社の価格設定の背景にある価値を理解できるよう説明していただけますか？）
🧑🎓【Student / Your Role】:
(Free Speaking based on today's lesson)
Hints / ヒント
１． Explain the cost structure
２． Describe long
３． Acknowledge budget concerns
４． Propose flexible alternatives
※This is not a role-play. Please speak until you finish your thoughts.
このパートはロールプレイ形式ではありません。最後まで通して話してみましょう。
6. Wrap-up (2 min) ｜レッスンの振り返り
Let's review today's lesson with your teacher!
今日のレッスンについて講師と振り返ってみましょう！
6-1 Comments from student
・Good points / 良かったところ・上手くできたところ
・Things to work on / 今後強化したいところ
6-2 Feedback from teacher
・Good points / 良かった点
・Things to work on / 今後の強化ポイント
・What to review / 復習ポイント
*6-3 Questions from student (if any)
Japanese translation（日本語訳）
1. Read (2min)（型を学ぶ）｜基本フレーズ
2. Try (4min)（ロールプレイ練習）｜型を使った練習
Let’s practice the role-play.
ロールプレイの練習をしましょう！
3. Use (7min)｜応用
Let’s perform the role-play and filling in the missing English!
英語を補完しながら、ロールプレイを実践してみましょう！
4. Challenge (7min)｜実践
Let’s perform the role-play and filling in the missing English!
英語を補完しながら、ロールプレイを実践してみましょう！
5. Wrap-up (3min) – レッスンの振り返り
"Let’s review today’s lesson with your teacher!”
「今日のレッスンについて講師と振り返ってみましょう！」
5-1. Comments from Student
- Good points / 良かったところ・上手くできたところ
- Things to work on / 今後強化したいところ
5-2. Feedback from Teacher
- Good points / 良かった点
- Things to work on / 今後の強化ポイント
- What to review / 復習ポイント
5-3. Question from Students (If any)